Why Industry Leaders Are Paying Attention To The Remix Culture



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Remixing is the next big thing, and investors and tech giants are paying attention to it. As the CBO for PicsArt, the leading social image editing app, Wilson Kriegel (Chief Business Officer, PicsArt) has seen first-hand how collaborative technologies can change the game and mapped the strategy on how to grow them.

At #SMWLA, Kriegel explored the growth of Remix culture, how social influencers are responding, and what the implications are for content creators and marketing professionals.

PicsArt defines a Remix as a “piece of media which has been altered from its original state by adding, removing, and/or changing pieces of the item” and that the only “characteristic of a remix is that ii appropriates and changes other materials to create something new.” Photographs, videos, books, songs, and pieces of artwork can all be remixes.

Remix Culture

The Remix Culture is where creativity, collaboration, and technology intersect and has become a global phenomenon. It’s not necessarily a new concept though. Early DJs and even making mixtapes on cassette are examples of remixing content.

Kriegel spoke about how today’s mobile audience numbers are astronomical with 2.3B active social media users who average 4 hours a day on their devices.

Here are some other staggering statistics:

  • 2.6T images were shared in 2016.
  • The average user checks their device 2.6K a year.
  • Users spend about 1.5 hours on social media daily.

“We’re not all going to be Kardashians, but there’s a lot of amazing content being produced out there by really talented people and we are now finally, on a global scale, exposed to that content,” says Kriegel. Brands want to be a part of it and want to be where consumers are.”

Remixing isn’t just for the millennial generation. 20% of PicsArt’s users are women over 30. One example of which is the “brelfies” remixes that thousands of their users created in support of normalizing breastfeeding with the hashtag #TreeOfLife. It received major press coverage and reached 387M people around the world.

PicsArt is also seeing and average of 45K+ unique daily images remixed per day reaching 1.8B+ impressions each year.

Embracing Remix Culture

On embracing remix culture, Kriegel recommends that businesses and creative environments should leverage trends, be open t experimentation, and enable fans to be creative and have fun with your brand.

The most surprising fact to come out of the PicsArt session was learning that their audience was grown mostly by word of mouth. PicsArt’s 100M monthly active users were mostly gained organically.

Learn more about PicsArt here.

Further analysis and commentary from ‘The New Remix Culture’ session


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